MKT 623 Services Marketing


This course focuses both on businesses and consumers to make the groups aware of the existence of services such as health care services, professional services, financial services, and entertainment services. It seeks to manage customer relationships by identifying value and communicating and delivering the same to the consumers. It, therefore, seeks to ensure consumers have a pool of services available for them.

Learning Outcomes:

  • differentiate between business to business services
  • understand the concepts of service such as the contemporary and the historical perspective
  • understand the unique characteristic of services such as perishability and intangibility
  • understand the classification of goods and services such as search goods and experience goods.